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1 – 7 of 7Gautam Srivastava and Surajit Bag
Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from…
Abstract
Purpose
Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing.
Design/methodology/approach
The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study.
Findings
An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors’ review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts.
Practical implications
Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates.
Originality/value
The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing.
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In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals…
Abstract
Purpose
In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.
Design/methodology/approach
This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.
Findings
Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.
Originality/value
This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.
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Silvia Cachero-Martínez, Nuria García-Rodríguez and Noelia Salido-Andrés
This research analyzes the role of happiness associated with sustainable purchases in social enterprises (SEs) as a key precursor of prosocial behavioral responses through…
Abstract
Purpose
This research analyzes the role of happiness associated with sustainable purchases in social enterprises (SEs) as a key precursor of prosocial behavioral responses through satisfaction with such purchases.
Design/methodology/approach
This paper studies the relationships between past purchase in a social enterprise, consumer happiness, satisfaction and three indicators of loyalty: repurchase intention, word-of-mouth (WOM) intention and willingness to pay more. In addition, it analyzes the moderating role of altruistic motivation. A survey was designed to collect data from 380 consumers who had bought in a social enterprise.
Findings
Sustainable consumption is a source of happiness for ethical consumers to the extent that they feel that they meet a personal need or desire, and they contribute to achieving a social objective with their purchasing behavior.
Practical implications
SEs must appeal to the happiness of consumers as a strategic line to achieve their satisfaction and loyalty. Social enterprise practitioners and marketers should deploy organizational capabilities and resources in key performing areas such as communication, customer service or shopping experience, with the purpose of maximizing the happiness of ethical consumers with whom the firm is interacting for the first time.
Originality/value
This research highlights the importance of the social enterprise in the commercial setting, since it has been proven that purchases in these companies generate happiness and satisfaction in consumers. In addition, satisfaction has a great impact on their loyalty, which is a direct advantage for this type of company and an indirect one for society as a whole.
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Muhammad Faisal Shahzad, Jingbo Yuan, Farrah Arif and Abdul Waheed
This study aims to investigate the effectiveness of two types of social media videos used for destination image development: induced/commercial-oriented content and organic…
Abstract
Purpose
This study aims to investigate the effectiveness of two types of social media videos used for destination image development: induced/commercial-oriented content and organic content (where content is made without commercial interest, such as vlogs classified as user-generated content).
Design/methodology/approach
Experimental research using “Emotive EEG” (electroencephalogram) in a controlled environment was conducted with 30 participants (20 males, 10 females), age range 18 to 26. Emotive EEG recording was performed while the participants watched both types of video clips. Test results for both groups indicate that induced content is preferred over organic content.
Findings
This study opens up future research avenues where neuromarketing’s “Marketer Friendly” EEG equipment can be applied to the customer selection process.
Originality/value
Marketing analysts can gauge the interest and response of customers on different types of social media video content for destination marketing based on the findings of this study.
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Ashutosh Muduli and Anuva Choudhury
Successful digital transformation requires a change in organisational structures, processes, capabilities and competencies. Digital transformation research is more influenced by…
Abstract
Purpose
Successful digital transformation requires a change in organisational structures, processes, capabilities and competencies. Digital transformation research is more influenced by the technology adaptation model and hence focuses on people's attitudes, behaviour and abilities. Recently, employee agility has attracted attention in the context of technology adoption and Industry 4.0. The current research explores the relationship between employee agility and digital technology adoption in the context of digital transformation by adopting the systematic literature review method.
Design/methodology/approach
Following the attitude–ability-behaviour–outcome framework, the research explored the specific agile ability, attitude and behaviour characteristics useful for digital transformation. Following the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework consisting of (1) initiation, (2) screening, (3) evaluation and (4) confirming inclusion (Ambika et al., 2023), the study identified 19 papers from SCOPUS indexed journals.
Findings
The study result found that agile attitude characteristics such as collaborative mindset, computer self-efficacy, ambiguity aversiveness, etc. are influencing the digital transformation process. Agile abilities like basic computer knowledge, previous technical experience, cognitive abilities, innovation capability, digital competence training and supporting proper knowledge management practices also influence digital transformation. Finally, agile behaviour such as relationship building, knowledge-sharing behaviour, promoting values of learning, risk-taking and experimenting, rewarding innovativeness and customer-centric innovation and displaying adaptability, resilience and commitment to change, etc. are found to drive digital transformation.
Originality/value
Research on workforce agility and digital transformation is scarce. The current study contributes to benchmarking research by exploring specific agile attitudes, abilities and behaviour characteristics relevant to digital transformation, especially in the era of Industry 4.0.
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